The Basics of Implementing an Email Marketing Campaign

The use of email is a proven way to effectively market an online business. Whether you're a new business just starting out or an already established business looking for new ways to increase your sales, you should consider including email marketing as part of your overall marketing strategy.

Developing your list or database of names and email addresses is your first step. If you have regular customers, you have probably already gathered some email addresses. If not, you can include an incentive on their next invoice or receipt encouraging them to subscribe to your email list. Your email marketing list (or database) should be an evolving one that you are constantly growing.

However, be aware that there will be times that people will want to be removed from your list. Don't take it personally and don't take it too hard. Allow your customers to opt-out of your email distribution list and just focus your efforts on those who really are interested in what you have to say or offer. If they opted out, they weren't really that interested anyway.

Another way to grow your email list is to provide an incentive on your website for people who sign up to receive your emails. The incentive could be a coupon, discount or a free white paper or eBook -- it's up to you. Just be sure it's something that is enticing enough to encourage people to sign up.

When sending out your emails, follow a schedule so your subscribers will know when to expect communication from you. If you're running a weekly newsletter campaign, be consistent in sending out your ezine on the same day and the same time every week.

You will need to find a balance in the quantity of emails you send out. You don't want to bombard your customers or prospects with too many emails or they may get frustrated and remove themselves from any further email. On the other hand, if you communicate with them too infrequently, they will forget that you exist.

Remember that the people who opt-in to your emails are people that are interested and want to know more about your product or service offerings. Give them what they expect. On a related note, don't set unrealistic expectations that your customers are going to take action on the first email they receive. Remember the old marketing adage that says, "It takes five times to contact a person before you actually make a sale."  Exercise patience and persistence and keep sending out those quality email communications to your customers and prospects on a regular basis.

These simple guidelines are a good way for you to get started with implementing an email marketing campaign to grow your business.